{"id":658,"date":"2024-11-18T21:00:00","date_gmt":"2024-11-18T22:00:00","guid":{"rendered":"http:\/\/www.movievoters.com\/?p=658"},"modified":"2025-04-16T15:22:56","modified_gmt":"2025-04-16T15:22:56","slug":"center-design-brings-sando-shop-nostalgia-to-molly-bazs-saucy-new-brand","status":"publish","type":"post","link":"http:\/\/www.movievoters.com\/index.php\/2024\/11\/18\/center-design-brings-sando-shop-nostalgia-to-molly-bazs-saucy-new-brand\/","title":{"rendered":"CENTER Design Brings Sando Shop Nostalgia to Molly Baz\u2019s Saucy New Brand"},"content":{"rendered":"

There\u2019s nothing quite as disheartening as taking your lunch break or coming home after a long day, dreaming of a satisfying sandwich, only to bite into dry bread and flavorless condiments, leaving you dreaming of a better bite. Molly Baz, two-time New York Times<\/em> bestselling cookbook author and self-proclaimed \u201csandwich freak\u201d is on a mission to say goodbye to sad, dry sandwiches. Launched today, Ayoh!<\/a>, crafted by Baz, is the saucy brand we didn\u2019t know we needed. <\/p>\n

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With bold flavors, nostalgic branding, and a playful mascot named Sando Sam, Ayoh! isn\u2019t just a condiment\u2014it\u2019s a love letter to America\u2019s sandwich culture. Designed to bring the spirit of the classic deli counter into your kitchen, Ayoh! seeks to redefine what it means to make a great sandwich at home. Collaborating with CENTER Design<\/a> to build a brand as flavorful as its sauces, Ayoh! promises to revolutionize home-cooked sandwiches by combining chef-level flavor with playful Americana-inspired branding. I was lucky enough to speak with Alex Center about Ayoh!\u2019s creation and talk brand strategy and direction; find gems from our conversation below.<\/p>\n

Baz\u2019s journey from recipe developer to condiment creator was fueled by a love for sandwiches and a frustration with boring, dry options at home. \u201cAyoh! is all about taking the sandwich shop and everything that means\u2014from American culinary heritage to its vibrant energy\u2014and bringing it to today\u2019s countertop,\u201d explains Alex Center, founder of CENTER Design\u200b.<\/p>\n

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Ayoh! is about taking the sandwich shop and everything that means\u2014from Americana heritage to its vibrant energy\u2014and bringing it to today\u2019s countertop.<\/p>\n

Alex Center<\/cite><\/p><\/blockquote>\n

The brand\u2019s creative direction leans heavily on nostalgia, with a nod to mid-century sandwich shop culture. The Ayoh! logo draws from vintage deli signage, combining art deco script styles with a modern gloopy twist. The custom-designed typeface even includes a subtle drip in the \u201co,\u201d hinting at its saucy DNA. \u201cWe wanted the brand to feel like it\u2019s always been here\u2014a tribute to the enduring charm of the great American sandwich,\u201d Center shares. Vibrant hues inspired by Formica diner surfaces and zany illustrations complete the aesthetic\u200b.<\/p>\n

What inspired the nostalgic-meets-modern design for Ayoh!\u2019s branding?<\/strong>
Alex Center:<\/strong> We wanted the brand to feel historic without feeling vintage, and modern without being trendy. It\u2019s about bringing the American sandwich shop\u2019s heritage to the countertop\u2014infusing nostalgia from the \u201940s, \u201950s, and \u201960s sandwich shop culture while ensuring it feels fresh and relevant today. Molly\u2019s vibrant energy and love for sandwiches were central to this design, and her unique color palette, inspired by elementary school hues, added an approachable and educational touch.<\/p>\n

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At the heart of Ayoh!\u2019s branding is its mascot, Sando Sam\u2014a cheeky sandwich character with a penchant for accessories that change with each flavor. \u201cSando Sam embodies the fun and levity brands used to have,\u201d says Center. \u201cIt\u2019s a storyteller and a nod to classic mascots like Mr. Peanut and the Morton Salt Girl, adding personality to every bottle.\u201d\u200b<\/p>\n

What was the rationale behind incorporating Sando Sam as a mascot?<\/strong>
AC:<\/strong> Molly\u2019s ethos of making cooking approachable and enjoyable called for a character that could inject personality into the packaging. A little sandwich character with boots and a cap felt like the perfect way to echo the Americana vibe while adding a playful twist. It\u2019s not just about sandwiches; it\u2019s about celebrating the joy and creativity of making them.<\/p>\n

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Launching with four bold flavors\u2014Original Mayo, Dill Pickle Mayo, Tangy Dijonayo, and Hot Giardinayo\u2014Ayoh! aims to end boring sandwiches once and for all. Packaged in squeezable bottles reminiscent of deli counters, the sauces invite culinary creativity, encouraging users to \u201cPass it! Squeeze it! Spread it! Dip it!\u201d\u200b<\/p>\n

How does Ayoh! stand out in the crowded CPG market?<\/strong>
AC:<\/strong> Ayoh! doesn\u2019t aim to be another trendy startup\u2014it\u2019s designed to feel timeless, as though it\u2019s been part of the culture for generations. The design avoids overt nostalgia or modern clich\u00e9s, instead blending both into something era-less. Molly\u2019s storytelling and passion for sandwiches shine through, turning Ayoh! into more than a condiment\u2014it\u2019s a tool to elevate home cooking with personality, fun, and purpose. It\u2019s a true reflection of her brand DNA.<\/p>\n

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With a mission to make home cooking more accessible and exciting, Ayoh! perfectly encapsulates Baz\u2019s ethos: \u201cCooking has to be fun and easy, or no one will do it.\u201d Whether you\u2019re elevating a Thanksgiving leftovers sandwich or experimenting with bold flavor pairings, Ayoh! is here to bring the joy of the sandwich shop to your kitchen.<\/p>\n

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A sandwich isn\u2019t just food; it\u2019s democratic, timeless, and for everyone. Ayoh! celebrates that spirit by ending boring sandwiches with fun, flavor, and a bit of personality.<\/p>\n

Alex Center<\/cite><\/p><\/blockquote>\n

To get your hands on this delicious sando sauce, visit Ayoh!<\/a> and follow them on Instagram at @eatayoh<\/a>.<\/p>\n

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The post CENTER Design Brings Sando Shop Nostalgia to Molly Baz\u2019s Saucy New Brand<\/a> appeared first on PRINT Magazine<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

There\u2019s nothing quite as disheartening as taking your lunch break or coming home after a long day, dreaming of a […]<\/p>\n","protected":false},"author":1,"featured_media":660,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-658","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-color-design"],"_links":{"self":[{"href":"http:\/\/www.movievoters.com\/index.php\/wp-json\/wp\/v2\/posts\/658","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.movievoters.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.movievoters.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.movievoters.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.movievoters.com\/index.php\/wp-json\/wp\/v2\/comments?post=658"}],"version-history":[{"count":3,"href":"http:\/\/www.movievoters.com\/index.php\/wp-json\/wp\/v2\/posts\/658\/revisions"}],"predecessor-version":[{"id":671,"href":"http:\/\/www.movievoters.com\/index.php\/wp-json\/wp\/v2\/posts\/658\/revisions\/671"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.movievoters.com\/index.php\/wp-json\/wp\/v2\/media\/660"}],"wp:attachment":[{"href":"http:\/\/www.movievoters.com\/index.php\/wp-json\/wp\/v2\/media?parent=658"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.movievoters.com\/index.php\/wp-json\/wp\/v2\/categories?post=658"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.movievoters.com\/index.php\/wp-json\/wp\/v2\/tags?post=658"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}